Why Does It Take So Many Companies to Produce One Digital Ad?

JetBlue Has Used About 40 Firms to Get Its Message Out

JetBlue Airways Corp. is pushing deeper into digital advertising, but the journey hasn't been easy.

Over the past year the airline has used about 40 advertising-technology companies to get its message out on computers and mobile devices. On the list: firms that specialize in geo-targeting, or helping campaigns focus their ads on specific geographic regions; social-analytics and listening firms, which track and interpret what people are talking about on social-media sites; dynamic-ad-serving companies, which enable an...